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Little Red Book Archives • Sekkei Studio BlogSekkei Studio Blog

Little Red Book Archive

The fashion industry in China is one of the most exciting possibilities for any foreign brands who want to expand their current reach. The industry is constantly evolving and growing, with Chinese consumers using clothing as an outlet of expression in an otherwise strict environment.

Such is the lucrative nature of the fashion industry; many foreign brands are trying to exploit this audience.

China's Cosmetics Market

China is the world’s second largest cosmetics consuming market. The marketing channels are booming in China, making it easier for foreign brands to enter the market. Moreover, the local consumer interest in overseas cosmetic products remains high. In this article, we will provide an overview of the China’s cosmetics market and how to market cosmetic brands using the right China digital marketing practices for 2022.

It’s time for the second installment of our snapshot guide to Little Red Book (aka RED, aka xiaohongshu) for 2022! In Part 1 of this guide, we introduced what the platform is, what it looks like, its users, their behaviour, and ads. This time around we’re looking more carefully at RED as an e-commerce platform. What are the most popular products?

Is 小红书 (Little Red Book, aka RED) all it’s cracked up to be? Or is it just a flash in the pan, a one-hit wonder, an over-hyped fad, bound to go the way of Vine and MySpace? It’s hard to tell. One thing’s for sure – in the last few years, it’s gone from being a relatively niche platform, used almost exclusively to share cosmetics tips, to a full-blown social commerce powerhouse.

Brand localization has a wide range of scope, involving everything from the language and culture of the region to the attitudes of the buyers. Every market requires some amount of localization. But since there is a vast information gap about the Chinese market, it is even more important to understand more about China before entering the market.

China’s social media ecosystem is super-vibrant with new trends emerging every year (or several times in a single year). From the rise of short-video and live-streaming Chinese social media platforms such as Douyin and Kuaishou to the creation of new features such as WeChat Video Channels, your company will need to keep up to date with the latest market changes and demands to adopt the best marketing strategy and achieve the best possible ROI and ROAS in China.

Ask almost anyone what to include in your Chinese social media strategy and you’re likely to hear WeChat, Weibo and Baidu in the response.  It’s no secret that having a presence on the bigger social media platforms will always be an important part of your digital marketing strategy, but brands seem to get lost in the noise of millions of posts and tweets from the well-known platforms.

China’s frequently growing middle class and younger generation are continually contributing to the rapid growth of the luxury goods market. Just as e-commerce is becoming more social — social media is becoming more sales centric and word-of-mouth is one of the most convincing approaches for this phenomenon called social shopping. Social shopping has gone from being a nice thought up idea to a vital asset in any company’s toolkit when expanding to China, but if any one type of platform is best suited to ride the wave then it’s the Little Red Book (RED), locally known as Xiao Hong Shu.